€ 59,90
The concept of fresh-cut vegetables is relatively new in the context of Bangladesh. The study was designed to examine the marketing system, assess the customer's perception and identify factors to purchase fresh-cut vegetables. Data obtained from a total of 103 vegetable customers, 10 supermarket outlet managers and 35 marketing intermediaries by using purposive sampling technique. For measuring perception of the respondents and identifying factors to purchase fresh-cut vegetables, a 5-point Likert scale and Logit model were used in this study, respectively. On an average, customers had moderately favorable attitude towards fresh-cut vegetables. Results of the Logit model indicate that age, education, family member, having maid servant, income, perception have significant effect on purchasing of fresh-cut vegetables. In general, younger, having higher education, large family and higher income increases the possibility whereas having maid-servant decreases the possibility to purchase fresh-cut vegetables. Customers identified unavailability of items, higher price, shorter shelf life, quality and color deterioration and safety as major problems for purchasing fresh-cut vegetables.
Book Details: |
|
ISBN-13: |
978-613-8-94833-9 |
ISBN-10: |
6138948335 |
EAN: |
9786138948339 |
Book language: |
English |
By (author) : |
Samia Afrin |
Number of pages: |
100 |
Published on: |
2021-03-31 |
Category: |
Advertisement, marketing |